Case Studies on ATV Use

Hi Helen:

I am not aware of specific programs to address ATV use, however, I suspect that normative approaches might work. The trick, I believe, will be to create normative expectations of appropriate behaviour that are presented in close proximity to where you want the correct behaviour to occur.

Let's imagine that the desired behaviour is for ATV users to stay on trails when in wilderness areas. If that is the desired behaviour I would consider piloting a program in which ATV users were asked to make a public commitment to stay on the trails. This commitment could take two forms, each of which might be trialled in separate pilots. In the first pilot strategy I would ask ATV owners who are using a particular wilderness area if they would affix a sticker to their ATV indicating that they stay on trails to preserve wilderness areas. The strength of this approach is wherever the owner takes their ATV the sticker travels with them providing an ongoing reminder to the owner of their commitment as well a potential source of social diffusion and social norms for other ATV owners. The weakness of this approach is that unless large numbers of ATV owners affix the stickers to their vehicle we are unlikely to create the necessary saturation that is required for the behaviour to be seen as normative, particularly if other owners are not staying on trails.

A second approach would involve speaking with ATV owners in the parking lot at the beginning of a trailhead. As ATV owners drive into the parking lot they are approached and asked if they would make a commitment to stay on the trails when using their ATV. If they agree, they are asked if a photo of them can be taken with their ATV. These photos are then placed in a kiosk display at the beginning of the trailhead. By grouping the photos together and placing the kiosk at the trailhead we are seeding the development of a new norm regarding ATV use.

Finally, I would encourage you to pilot these two strategies, along with a control, to determine effectiveness. Strategy one, as described above, involves the use of the stickers. Strategy two involves asking if photos can be taken of drivers with their ATVs and placing the photos in the kiosk at the beginning of the trailhead. Finally, the third condition is a simple control which involves no strategy being delivered. For all three conditions, baseline and follow-up measurements would be collected. Several forms of measurement could be utilized, including direct observation of ATV trail use, motion-based cameras, and recording evidence of off-trail use for the three conditions.

Hope this is of some help.

Doug McKenzie-Mohr
Environmental Psychologist
McKenzie-Mohr & Associates Inc.
http://www.cbsm.com

Hi Doug,

Thank you so much for taking the time to provide such valuable advice. I really appreciate it. I'll discuss the case with colleagues and who knows, one day our results could be posted on this site? :)

Take care.

Hélène

Hélène Gaulin
Canadian Wildlife Service
Canada

Would be very interested in hearing about the results should you conduct a pilot. Take care, Helen.

Doug McKenzie-Mohr
Environmental Psychologist
McKenzie-Mohr & Associates Inc.
http://www.cbsm.com